A few years back a law firm leader asked me a straightforward question: What makes a law firm a good PR client? You might as well ask what makes a good law firm, as the two are most often one and the same. I thought for a moment and gave two answers. One, from a good client you tend to hear the same things from everyone you talk to at the firm. Not verbatim, but similar themes from different people in different practices. Two, a good client does things for a good reason—specific intent that is thoughtful and strategic, not random reaction to the latest perceived need or threat.
Since that conversation, I’ve thought of a third hallmark: the ability to present a clear and consistent identity to the outside world.